I'm a little confused as to how a rotating crown could be unintuitive.
Because... unlike say, a cursor pad on an old Blackberry... it's not always active, and it's not always apparent when you can use it.
You and I might be willing to take the time to sit down, play with it, and figure it out, but some people will not.
When I gave my daughter-in-law an Apple Watch, it surprised me that it took a half hour to go through and show her how the UI worked. In the end, I even printed out a website cheatsheet for her, showing the various UI paths.
Click a button, then touch here, then scroll the crown, then touch again, etc. It's poor UX to require three different input methods to do something.
Heck, you know it's confusing when many Apple Store salespeople couldn't figure out how to do even simple things the first few days they had them on display. I saw it. That's quite unlike with the iPhone.
Oh, and throw in the secret and also non-intuitive force touch options that you have to find on your own.
I'll say one thing for Jobs, I really think that he would never have allowed this watch to go to market with so many extra inputs and non-apparent UI paths.